I came across this excellent article regarding development of your marketing strategy that I wanted to share with you all. The name of the article is “The Who, What, When ” by David Greenburg
originally posted on
https://www.forbes.com/sites/forbescommunicationscouncil/2021/07/27/the-who-what-where-and-when-of-personalization-in-your-marketing-strategy/?sh=4a24074f1159 as follows:
Picture this: You’re striving to supercharge your business’s engagement strategy and are reviewing a variety of business intelligence solutions that will help your company reach future customers. You have your eye on one solution in particular and are strongly considering making the purchase; you even opt into their newsletter.
Conceivably, all the business intelligence company would have to do to sell their product to you would be to reach out and make a credible impression… but they don’t. In fact, when you do finally receive an email from them, it’s promoting a product that you never interacted with and aren’t interested in.
This is what happens when companies fail to personalize communications with their customers, leads or prospects and ignore their behavioral data. There is a tremendous opportunity for brands to stand out by nailing their communications with consumers in the digital landscape. In particular, brands can lean on behavioral data to develop positive consumer experiences and drive product engagement.
As the VP of marketing at a company that offers a growth marketing automation platform that leverages behavior data, I believe it’s important to understand and correctly use behavioral data to create impactful customer experiences across every digital channel. Of course, companies have to get it right by understanding the who, what, where and when of personalization in their marketing strategy:
If businesses aren’t asking themselves “Who is my audience?” then they’re doing it wrong. Gone are the days of treating all customers like they are the same — because they aren’t. In a connected digital era, I’ve found that customers expect brands to communicate with them personally and provide value throughout their buying journey. This is why it’s important that businesses know who their audience is on a deep level.
Who are they? What are their interests? What does their online behavior say about them? Are they a lead or an existing customer? What are their demographics? These are just examples of the many questions a company should be asking.
For example, if a business sends an email to a CMO and a CFO, it’s likely that the message will resonate differently because each person has unique business needs. When customers receive messages that are completely irrelevant to them, not only do they not receive value from the message, but they might also be less inclined to engage with the sender in the future. Brands that understand and appreciate the differences between their customers will be able to provide more tailored experiences that will only make their consumers like them more.
Once you know who your target audience is, the next step is to identify what information is most likely to resonate with them. What are they interested in? What does their data say about them? Where are they in the buyer journey? A smart marketing team will understand and leverage the behavioral data they collect on customers to personalize experiences.
For example, let’s say a CEO is considering a large purchase of new computers. She’s diligently researched different brands, features and capabilities and keeps coming back to one company in particular, who she purchased from 10 years ago. On that company’s website, she has researched a new model that is significantly faster and more powerful than the previous model. It’s likely that a well-timed email from the computer brand thanking her for her loyalty and offering a special discount on the model would inspire her to buy. By acknowledging her loyalty and solving an immediate need, the computer company can leverage her interests and stage in the buyer journey to drive a big sale. This is the power of using your data to personalize your messaging.
Additionally, brands should know where their customers are. What channels do they use? In a connected, digital era, businesses should ensure continuity and consistency across every single channel associated with their brand, including their website, social media platforms and email.
Most people have their own preferred channel for communication. For instance, some customers don’t make it past an email’s subject line, but they are much more likely to respond to a text message. Any brand communication they receive via their lesser-used channels could be a waste of time and money. If marketers want to issue useful, actionable communications, they should find out where customers are and send messages there.
Additionally, marketers should be aware of where their customers are in the sales funnel. Customers who have already engaged with a brand or purchased a product before should receive an entirely different message than consumers who have yet to buy something. Loyal customers aren’t made from one message; rather, they are cultivated and nurtured over time to slowly engage with a brand.
Finally, brands should engage with customers at times when they are most likely to engage. This is key because it not only enables brands to use their behavioral data to present the best messages to customers at the optimal time, but it also shows consumers that a brand cares and is taking the time to personalize their experiences.
For example, someone who is an early riser would probably be more likely to engage with a text at 8 a.m. Someone who prefers to sleep in would probably ignore or miss the message.
If brands issue communications at the wrong time, they may be useless to the customer. But by leveraging their customer behavioral data, marketers can hit the bullseye and nail the timing on their delivery.
Putting It All Together
Businesses have a wealth of behavioral data at their fingertips. When brands strongly consider the who, what, where and when of their marketing messages, both the brand and consumer can benefit.